US: Craft beers cut into premium rivals' on-trade sales - study

By | 26 November 2012

Craft beer is continuing to make inroads in the US on-trade

Craft beer is continuing to make inroads in the US on-trade

Craft beers are taking sales from premium and import beers in the US on-trade, a new study claims.

In the first nine months of this year, the craft sector increased sales in bars and restaurants by 10.7% compared to the same period last year, according to statistics from GuestMetrics, released today (26 November). Meanwhile, imports declined by 1.3%, premium light beers by 1.6% and premium regular beers by 2.9%, the study said.

“This large disparity in growth rates led to fairly rapid shifts in market share in the on-premise space, with craft beer winning share directly at the expense of premium and import brands,” GuestMetrics CEO Bill Pecoriello said.

Pecoriello said craft beers gained 220 basis points in US on-trade market share, mostly taken from premium and import beers, over the same nine-month period.

The rise in popularity of craft beer in the US has seen Anheuser-Busch InBev announce it is establishing a craft beer advisory board, which will include Goose Island founder & CEO John Hall, who is stepping down at the A-B InBev-owned brewer. 

Expert analysis

Premium beer in North America – forecasts to 2016

This second report in our series on premium beer concentrates on North America, currently the second largest premium beer market in the world and how this market specifically has faired. It examines how the major players and smaller brewers have reacted to the challenges and changing trends. Highlighted is one of the most exciting and innovative offshoots of the industry since its emergence in the mid- to late-1980s, that of craft brewing.

Sectors: Beer & cider, The on-trade

Companies: InBev

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